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Author(s): Jakub Berčík, Johana Paluchová, Jana Gálová, Katarína Neomániová, Lucia Hladíková

Title: Aroma Marketing – a Modern Marketing Phenomenon

Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings

ISBN: 978-80-7598-180-6


Publisher: Wolters Kluwer ČR, Prague

PY, pages: 2018, 586-598

Published on-line: 2018-11-09

Language: eng

Abstract: The smell has an advantage over other senses, because it is directly linked to the limbic system in the brain and immediately stimulates the human emotions. By using of fragrances, it is possible to comprise a connection with the customers at a deeper emotional level, which will bring them a memorable experience. The odor can attract new customers, increase the perceived value of goods and services, as well as increase the brand awareness and overall customer satisfaction. In a world overcrowded with advertising and visual overload, traditional marketing tools are becoming less effective. Thus, the current trend is communication simultaneously oriented on several human senses, which is represented by a modern phenomenon called aroma marketing. The paper deals the interdisciplinary research of selected aromas in laboratory conditions and their subsequent monitoring in real conditions in the chosen travel agency AVOCADO, where we´ve aromatized the place premises and thus we´ve influenced the purchasing behavior of clients. We examined this effect by observing the sales of tours in the months when the aroma was applied compared to months when any aroma was placed. Based on observations in real conditions, we have been able to demonstrate the influence of odor on the sale of tours/ trips.

Keywords: Aromachology, Emotions, Face reader, Smell, Travel agency

JEL Classification: M31, M39, M81

Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
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Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence.